Research on the Influencing Factors of Consumer Impulsive Purchasing Intention in E-commerce Live Broadcasting

Based on the Stimulus-Organism-Response model, this paper examines the influence of four variables in e-commerce live broadcasting: anchor credibility, para-social interaction, and information quality on consumers’ impulsive purchasing intention, as well as the mediating role of consumer trust. A total of 323 questionnaires were collected, and research shows that the anchor credibility, para-social interaction, and information quality have a positive impact on consumers’ impulse purchasing intention; The anchor credibility, para-social interaction, and information quality will significantly positively affect consumer trust; The influence of anchor credibility and para-social interaction on impulsive purchasing intention is mediated by consumer trust. In addition, consumer trust plays a complete mediating role between information quality and impulse purchase intention, between anchor credibility and impulse purchase intentions, and partially mediates between para-social interaction and impulse purchase intentions. These conclusions not only enrich the theoretical foundation of consumer behavior research in e-commerce live broadcasting but also help consumers correctly understand the formation mechanism of impulsive purchasing in live shopping and establish healthy purchasing concepts.